Dixy Chicken to arrive in India

After luring gourmets across the globe, the UK-based fast food company, Dixy Chicken, is now all set to launch its first outlet in the country. The company has decided to set up its first two outlets in high street locations of Mumbai in the first phase. Announcing the plan, Rajat Pandhi, president of the Panban group of companies said, “We are opening the first in Versova, Mumbai in May 2009 and the second one in Lokhandwala, also in Mumbai in July. We will then be opening every one new store every 2 months in Mumbai in this fiscal”. Mr. Pandhi further informed that the company has developed a strong franchisee network that is waiting to be activated as soon as the Mumbai store opens. “We are confident that we will be able to open 15 stores in India by 31st March 2010”, added Mr. Pandhi. Shedding more light upon the capital investment and area planning, the President said, “We have four models for the upcoming Dixy outlets. Our investment amount for these outlets varies from Rs 50 lakh for a 400 sq. ft large store to Rs 1.5 crore plus for a 1,500 plus sq. ft large store”. With the new parties joining the Dixy Board in UK, the company is now launching six company-owned stores in UK this year and after evaluating the growth opportunity there, it will consider upon opening its own stores in India. Unlike most other franchisee companies, Dixy manages the outlets for the first 5 years in order to ensure its international standards of food quality, hygiene and services. “We have invested very large sums in developing the backend work which is very important to go pan India. It has taken us a lot of time and detailed research into the various food habits and preferences in various parts of India,” informs Pandhi. Lured by the growing Indian food market, the company has big plans for its expansion in the country that includes its goal to reach up to 100 outlets in the next three years. After opening stores in premium locations in Mumbai, the brand will be soon heading for Delhi NCR, Punjab, UP and Rajasthan.